As sports betting expands across the U.S., public perceptions play a critical role in shaping both policy outcomes and effective messaging. This session draws on three recent studies to examine how attitudes and perceptions influence sports betting legalization voter behavior, how perceptions of legality influence betting behavior, and how message design impacts the effectiveness of responsible gaming PSAs. Together, these insights highlight the importance of aligning policy and communication strategies with public perceptions to foster trust, support informed decision-making, and promote responsible play in sports betting. Learning outcomes: By the end of this session, participants will be able to: 1) Explore how views on responsible gambling and legality influence attitudes toward sports betting and voting behavior. 2) Assess how public messaging shapes sports fans’ attitudes, awareness, and engagement. 3) Develop approaches for policy and communication that reflect public sentiment and promote responsible sports betting practices.